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The Art of Managing Professional Services: Insights from Leaders of the World’s Top Firms by Maureen Broderick

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7. Positioning

Brand, marketing, and sales

“Your brand is the place you occupy in the consciousness of your constituents.”

—Frank Burch, Chairman, DLA Piper Global Board

“How you use marketing to convey the value you’re capable of delivering to your client is the real challenge.”

—Dennis Nally, Global Chairman, PwC

“In a professional service firm, every one of your people out doing the work is a reflection of the brand.”

—Marie Lerch, Vice President, Marketing and Communications, Booz Allen Hamilton

In professional services, positioning is what you stand for. It’s based on the organization’s vision, values, and culture and represents the firm’s promise to the marketplace. Positioning defines what the firm does, how it does it, and why ...

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